In British advertising in the 1980s, Weetabix anthropomorphized the biscuits, representing a group of 'street-wise' young teens, beginning as 'skinheads'. Their appearances on the packaging and associated publicity featured catchphrases such as "titchy breakfast cereals" to describe rivals, "nasty little w**flakes" to describe Cocoa Pops, and any pointed question from the media was met with the response "Neet Weet Mate", "OK!". The lead Weetabix, Helmut, was voiced by Bob Hoskins.